Last Friday, I was able to partake in an event hosted by PRSSA with special guests Elizabeth and Dale, the founders of the NYC brand Sweats & the City. The event started with a full body workout guided by Lizzi Reynolds, followed by a Q&A session with the founders themselves. I would include a picture of the event, but unfortunately I was either sweating during the workout or far too engulfed in the conversation to snag a zoom screenshot!
The conversation was both insightful and entertaining due to the seemingly humble beginnings of the brand. Sweats & the City started when Dale and Elizabeth found themselves just starting out in the city and trying to navigate a healthy lifestyle. Without proper guidance or well-versed city friends, it wasn't easy to find the most friendly or affordable gyms. While they had followed social media accounts that pointed out the best restaurants or hair salons, nothing fell into the category of gym memberships or fitness classes. So, they began to build their own account. This account then turned into an up-and-coming online powerhouse.
Despite the rapid growth of their accounts, specifically on Instagram, Elizabeth and Dale found themselves at a crossroads when the news of the pandemic came about. The women didn't know how long quarantine would last, if gyms would close entirely, or if public workout spaces would ever be considered normal again. The empire they had begun to build had the potential to come spiraling down, but they didn't let it. Instead, the girls utilized PR and communications to continue their growth online.
Customer engagement through social media became an easy tell-tale of success throughout the pandemic. When Sweats & the City started promoting users through their social media pages and website, people reacted with such enthusiasm that they understood they were heading in the right direction. According to Elizabeth, the pair constantly tried to pay attention to what their community needed and wanted from them. Eventually, they built schedules of their own with online fitness instructors along with a paid subscription program with build-in on-demand classes for subscribers to choose from.
Beyond being driven by customer engagement and results, Elizabeth and Dale have been able to connect even more with their users and community than before. The two frequently share experiences with therapy, eating, sleep schedules, and overall health. They try to be as transparent as possible, which is something they admit has not always been easy. During the day and age in which we live, this type of open communication benefits brands greatly. While success and picture-perfection is strived for, it's much more authentic and genuine to see bigger creators preach body positivity and healthy mindsets.
Here's an example of one of their recent posts:
By using public relations to promote this innovative program, Sweats & the City didn't miss a beat when covid hit the city. Rather than still being a review-based account, they were elevated to an even higher platform with users paying for their own fitness services. As far as the future goes, Sweats & the City seems to still be on the come-up. With over 100k followers on Instagram and features in outlets such as Forbes, Good Morning America, ABC, and the New York Post, Elizabeth and Dale can continue to promote healthy living in the city in their own unique way.
You can find information about their on-demand subscription service by clicking on this picture below:
Finally, feel free to give Sweats & the City a follow on Instagram and Facebook! They're already expanding beyond the walls of NYC and are taking the fitness world by storm, and it's not too late to get on board!